Digital advertising is the fastest growing advertising medium in history. The Internet was primarily created as a military and educational device, and was never intended for what it is now — a huge medium for corporates to reach their prospects. Life without digital advertising is unimaginable today, as it has achieved manifold successes since its inception. Full of colour, it helps spread the word on services and products rapidly and effectively. The digital advertising industry has been a major taxpayer. It paid a considerable amount of service tax under the erstwhile Service Tax regime. Advertising agencies as well as Taxation Updates – November 2012 intermediaries (that is, companies engaged in buying and selling internet space/ timeslots for advertisements) were paying service tax on sale of Internet ad space/ timeslots. However, from July 1, 2012, the sale of space or timeslots for advertisement over Internet is not liable to service tax as it comes under the negative list of services. The intermediary buys Internet ad space or timeslots from publishers and sells them to advertising agencies/ advertisers.
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